VIE.bet, the esports betting brand operated by Esports Entertainment Group (EEG), has expanded into Latin America via two new marketing partnerships. 

The brand is now sponsor of Peruvian esports organisation Infamous Gaming, and the LATAM regional Dota 2 tournament series, Movistar Liga Pro Gaming – which is produced by Live Media Esports Entertainment. 

Discussing the news, Head of Esports Betting for Esports Entertainment Group, Bux Sayed, said: “The exciting partnership between Infamous Gaming and our VIE.bet brand is a crucial first step in our expansion into Latin America. Infamous is a well-known and popular Peruvian based esports team with rosters in titles such as Dota 2, CS:GO and Rainbow 6.

“Their Dota 2 team has participated in the biggest esports events on offer, including the coveted International twice. We are thrilled to partner with them as they seek to make it to the largest stage once again.”

While CEO of Esports Entertainment Group, Grant Johnson, added: “Our Malta license enabled us to pursue these great opportunities, and we look forward to providing further updates on expansions of VIE.bet moving forward. Latin America is a big esports betting market. We are excited to work with top partners like Infamous and Live Media Esports Entertainment to accelerate the rollout of our VIE.bet brand in the region.”

Staying with EEG, as reported last week, the Nasdaq-listed company has signed a multi-year agreement with Kraft Sports and Entertainment, making it the official esports tournament provider for the New England Patriots and New England Revolution. 

AYO.NEWS says:

Latin America is home to some of the world’s most passionate esports fans, so it’s natural that EEG is looking to forge strong partnerships with the likes of Infamous and Movistar Pro Liga. We’re pretty certain this is just the beginning of a concerted push in the region, and we expect to see more partnerships over the coming months.

ESL has teamed up with KRAFTON to launch a new series of PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG) tournaments. 

Consisting of four tournaments split between the Americas and Europe, with each having a prize pool of $50K USD, the new ESL PUBG Masters will also award PUBG Global Championship (PGC) Qualification Points. 

The format for the ESL PUBG Masters tournaments in the Americas are:

Phase 1

Round 1: April 7-8, 2021

Round 2: April 10-11, 2021

Round 3: April 13-14, 2021

Group Stage: April 16-18, 2021

Grand Finals: April 23-25 & April 30-May 2, 2021      

Phase 2

July/August (Exact dates to be shared at a later time)

The format for the ESL PUBG Masters tournaments in Europe are:

Spring

Qualifier: March 31-April 2, 2021

Stage 1: April 10-11, 2021

Stage 2: April 16-18, 2021

Grand Finals: April 23-25, 2021     

Summer

July (Exact dates to be shared at a later time)

Also announced is the ESL PUBG Open, made up of three European tournaments set to take place later in the year, each featuring a $2,000 prize pool. Open to all Europeans, the best two competitors will also be invited to the ESL PUBG Masters: Summer.

Adverty, the in-game and esports advertising specialists, have been awarded the Trustworthy Accountability Group (TAG) Brand Safety Certified Seal after demonstrating its compliance with rigorous brand safety standards.

The verification, which is independently validated through an audit by ABC, demonstrates Adverty’s compliance with industry best practices and gives brand partners greater confidence that their advertising will not be associated with content that could jeopardise their reputation.

Adverty works with brands to help them access hard-to-reach audiences in the hugely engaging environments of gaming and e-sports, unlocking extensive opportunities to monetise a vast, exclusive network with contextual, seamless brand messaging.

As a TAG approved auditor with a portfolio of over 100 brand safety clients, ABC supplies the online media industry with a trusted and robust validation service, delivering reassurance to those in the online ad trading industry. For more information on ABC’s audit services please go to: www.abc.org.uk/audit-services/brand-safety

Tobias Knutsson, CEO of Adverty, said: “It’s very important to us to create a safe, transparent and trusted environment in which our brand partners can operate, so to have official recognition of that is a significant milestone.

“Brand safety is absolutely critical to the future of our industry and I would encourage any businesses working with advertisers in the digital space to undergo this process in order to build back confidence for brands.”

Simon Redlich, Chief Executive at ABC, said: “We’re delighted that Adverty has completed our audit to demonstrate compliance with the TAG Brand Safety Certified guidelines. Achieving BSC certification shows they’re committed to adopting the high standards necessary to protect themselves and their customers in the important area of brand safety.”

AYO.NEWS says:

As we’ve said many times, in a world where the majority of consumers are pretty much oblivious to (or actively blocking) most traditional advertising, in-game advertising offers the tantalising promise of effective advertising delivered in an unobtrusive form. However, as the digital metaverse expands exponentially, it’s going to become increasingly difficult, but ever more critical, to ensure brand safety. So, it’s great to see Adverty is on top of this. 

Staying with Adverty, in late January, the company significantly expanded its reach through a partnership with global media and technology company Verizon Media.

Ukraine-based WePlay Esports has opened a London sales office to support brand integration and attract new partners in the region. 

According to WePlay, the esports industry in the UK is soaring, with the nation’s esports audience now totalling some 5.37 million – made up of a core of high-income gamers aged 21-50.

Discussing the new office, Yevheniia Tymofieieva, head of business development at WePlay Esports, explained: ”Having a sales office in London makes it easier for us to work with UK companies, local offices, and hubs. Of course, we are interested in cooperation with endemic brands, but we also see an interest in esports from outside the industry: from FMCG to car manufacturers and financial services. Many brands have had to adapt to working in a pandemic and are moving sales online, so they will benefit a lot from new advertising platforms such as esports tournaments.”

While Warren Lincoln, Business Development Officer at WePlay Esports, and a key representative at the new UK sales office, added: “I’m excited about the opportunity to support the ambitions that WePlay Esports has as a global company. The development of creative production solutions still remains its main goal. I am confident that together, we will create integration concepts that will prove efficient for our partners in the long run. This is how business should be done in the entertainment and gaming industry.” 

AYO.NEWS says:

Despite the UK having long been a video game industry hub, many had seen it as lagging when it came to embracing esports. However, over the last year, no doubt fuelled by the COVID-19 lockdowns and disruption, Brits have flocked to esports and businesses have taken note. So, it seems like a smart move on the part of WePlay to get a London office established. 

At the end of last year, AYO.NEWS’ Simona Pinterova caught up with Oleh Humeniuk, CEO of WePlay Esports, to find out more about how the company evolved from a tournament organiser to a fully fledged esports media empire. 

Red Bull Racing Esports has announced a partnership with sim racing hardware manufacturer Fanatec. 

The agreement will see Red Bull Esport’s drivers use Fanatec gear, and provide feedback to help develop future products. 

Fanatec’s products, including the Podium and CSL Elite range of steering wheels and pedals, were integrated into the state-of-the-art training facility opened at the Red Bull Racing Technology Campus in Milton Keynes, UK, in December last year. 

Commenting on the news Oliver Hughes, Chief Marketing Officer at Red Bull Racing, said: “2021 is set to be a big year for the Red Bull Racing Esports Team as we aim to defend our Championship titles. To do that successfully, our drivers will need to be at the top of their game, push the boundaries and train on the best equipment. Fanatec shares the same passion for developing young talent and coming on board will provide the Team with the tools they need to succeed.”

While Head of Esports at Fanatec, Robert Rossi, added: “Red Bull Racing Esports has proven to be an unstoppable force in sim racing, and our growing relationship with the Team builds on our past collaborations through the F1 Esports Pro Series and will bring important performance advantages to both parties. We’re excited to work closely together to assist these talented pro drivers in their journey.”

Fanatec sponsors the F1 Esports Series and is also title sponsor of the GT World Challenge Powered by AWS.

Paris-based esports organisation, Team Vitality, has appointed Guillaume de Monplanet as its Managing Director and Co-CEO. 

Guillaume brings more than two decades of experience in the sports and lifestyle industries, having worked at iconic sportswear brands adidas and Reebok. 

Team Vitality says the arrival of Guillaume de Monplanet is a major turning point in its history, as it looks to achieve its goal of being a world leader in the esports industry. It also says it represents a key moment for the entire sector, as one of the most influential business leaders, responsible for building some of the biggest brands around the world, joins the industry.

Regarding his appointment, Guillaume de Monplanet, Managing Director and Co-CEO, Team Vitality, said: “With Reebok and adidas I was very fortunate to grow and cater for two of the most influential global youth culture brands. Rooted in esports, I believe Vitality has the potential to be part of that group of brands. 

“What the team has achieved in just 8 years is amazing. The level of talent and creativity demonstrated everyday at V.Hive and Stade de France, as well as at our international premises, is just stunning. I am looking forward to exploring a new industry and hope my business and leadership expertises will help Team Vitality reach new heights globally. ” 

While Nicolas Maurer, Co-Founder & Co-CEO, Team Vitality, added: “Vitality has been an amazing journey for the last 8 years and we couldn’t be prouder of what we already achieved. However, we still want to push further to reach the highest heights and this is precisely why we wanted to bring in someone able to carry us to the next level. 

“Guillaume has been a perfect match from the get-go and I’m super humbled and excited to start working with him. Together, we aspire to make Vitality the best esports team in the World. This isn’t our dream, it’s our objective. Also on a more personal note, I’m certain that collaborating with Guillaume will be a fantastic learning experience.” 

Founded in 2013 Team Vitality has grown into one of the most recognisable esports organisations in the world, and over the last six months has seen major growth, including expanding into the huge Indian market. The organisation has commercial partnerships with several major brands, including adidas, Orange, Philips, Aldi, SCUF, and Corsair. 

AYO.NEWS says:

Again we’re seeing esports organisations managing to attract the highest calibre business talent from the lifestyle and sports sectors – illustrating just how rapidly the industry is maturing, and how confident big hitters are in its future. 

Reinforcing that, in January Team Vitality appointed Paris Saint-Germain handball legend, Bruno Martini, as its new Esports General Manager.